MIS784: Marketing Analytics - Tesco PLC Case Study - Marketing Analytics Assignment Help

Assignment Task:

TASK

Tesco PLC is a British multinational supermarket chain headquartered in Welwyn Garden City,Hertfordshire, England, United Kingdom. It is the third largest retailer in the world measured by profits and second-largest retailer in the world measured by revenues. It has stores in 12 countries across Asia and Europe and is the grocery market leader in the UK, Ireland, Hungary, Malaysia, and Thailand. The company currently offers products in nine different categories including Apparel, Bakery, Deli, Dairy, Fresh Produce, General Merchandise, Grocery, Liquor, and Meat. Tesco launched its customer loyalty scheme, the Tesco Clubcard, in 1995, with two levels (Silver and Gold). It has been cited as a pivotal development in Tesco's progress towards becoming the UK's largest supermarket chain and one that fundamentally changed the country's supermarket business. Cardholders can collect one Clubcard point for every £1 they spend in a Tesco store, or at Tesco.com. This enables the company to collect data on purchase behaviour of customers and utilize it to design customized offers and conduct targeted retention campaigns. Construct a model to predict customer churn using binary classification trees (C&R Tree) Evaluate the performance of the constructed model on the holdout sample provided (use metrics related to confusion matrix). Evaluate the performance of the constructed model against the RFM method (use lift chart- i.e. concentration to make the comparison).

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